Jurassic World: How a Community Can Save Your Dinosaur Park

jurassic-world-box-office-2-800x500_cDear Sir or Madam,

Congratulations on your recent promotion to CEO of Jurassic World. I understand that this will be a trying and stressful time due to recent containment related blips on your public-facing customer-networking relationship caused by an enraged dinosaur eating everyone in your primary location. While this situation was clearly anomalous, it has had a potentially catastrophic effect on your positioning within the dinosaur-related entertainment vertical.

While it’s too late to put that metaphorical dinosaur back in its cage, as a leading Professional Internet™ in my field I have some recommendations as to how your predecessor could have leveraged the power of online community to prevent such events and minimise their effect on customer engagement and fiscal results over the coming quarter.

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Can Your Community Trust You With Their Loyalty?

Can Your Community Trust You With TheirA great community is one that’s valued highly by its members. Value is what keeps members coming back, and it’s what all community managers are trying to create. Once value exists in a community however, it also belongs to that community. Members become stakeholders, with a strong social investment and a sunken cost of time and effort spent contributing. They may be posting on your site, but the content truly belongs to the community and those that contribute to it. Your role is as the gatekeeper and guardian of that community. You need to ensure that trust isn’t misplaced.

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The Unsung Heroes of Lead Nurturing and Content Marketing

Well-executed online communities offer a great opportunity to engage with customers throughout their lifecycle – not only after the sale.  What does this means for marketers? Higher conversion rates, accelerated sales cycles and increased loyalty.

The content created through your customer community forum helps your customers find answers to their questions and move through each phase of the buyer’s journey faster. The easier it is for them to find a solution to their problem that they can easily adopt for themselves, the more likely you are to win their business.

Buyer's Journey (1)

4 Phases of the Buyer’s Journey

Being Found the Instant the Need is Identified

According to Forrester Research[1], 78% of survey respondents indicated they used online communities for researching a problem.  Why? Because communities provide real conversations that help guide them through the start of the buyer’s journey.
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How KPIs can Stop Community Fires Before They Start

Stop Community Fires With KPIs

Strategy is extremely important to a community manager. Communities move and change slowly, and the CM should always have their eye on the next six months, the next year, the next five years. I’ve seen a number of communities suffer due to a CM who is stuck in firefighter mode, always facing whatever is immediately ahead of them without taking the time to wonder what are the underlying problems within the community. CMs in firefighting mode stay in firefighting mode, unless they’re able to shift their perspective and take the long view.

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